Red

Red is the color of fire and blood. It is associated with excitement, energy, passion and sexuality. It can symbolize
desire, power, speed and strength. On the other hand, it stands for aggression, danger, violence and war. Many of us
consider red as a color of love, but in fact it is more related to the excitement of falling in love and awaking passion for
the other person. Red is also a color of Christmas, bringing joy, warmth and safety.
Red is intense and it steals attention from other colors.

Yellow
Yellow is a color associated with sun. It symbolizes optimism, energy, joy, happiness and friendship. It might also stand
for intellect. On the contrary, yellow can indicate jealousy, betrayal, illness and danger. It is strongly associated with
food, often evoking cheerful feelings.
It is a very unstable and spontaneous color. Men often consider it as “childish”, so any products such as cars, watches
or smartphones should not be advertised with yellow. Too much of yellow in a design can be truly overwhelming.
Orange
Orange is a secondary color that combines two primary colors: red and yellow. It stands for energy, happiness and the
joy of live. It is associated with great enthusiasm, encouragement, determination and stimulation. It is a color of
creativity!
Orange gives a strong sensation of heat, but it does not have the aggressiveness of red. It stimulates appetite and is
widely used in the healthy foods industry. Orange can be highly effective in promoting toys as well.

Blue
Blue is cool and calming primary color that stands for intelligence, openness, spirituality and creativity. Blue is popular
among large concerns, hospitals and airlines, since it symbolizes wisdom, trust, loyalty and strength.
Using blue will help you to promote products related to air and sky, water and sea, and consciousness development.
Stereotypically, blue is considered as a masculine color, so many male toddlers will wear blueish clothing and play with
blue toys.

Green
In general, green is the color of nature and environment that combines the power of blue and yellow. It is associated
with growth, health, youth, harmony and fertility. On the other hand, it is strongly associated with money.
Green is the most restful color for our eyes. It is widely used to advertise healthy foods, drugs, medical services and
environmental organizations all over the world. Dark green products may seem more traditional and classic, while light
green goods are seen as more trendy and modern.

Purple
Purple has the stability of blue and the energy of red, two primary colors. It is associated with royalty, nobility,
ceremony, mystery, transgression and spirituality. It also symbolizes both wisdom and intelligence; it is a strong
indicator of imagination.
Children prefer purple over other colors, although it is considered as a bit artificial. In fact, it is pretty rare in nature.
Purple will be a good choice when promoting feminine products, goods associated to rest and sleep or toys for kids.
Purple is magical and unique, so it is recommended not to overuse it.

White
The first one symbolizes light, power, elegance, death and mystery. It is strongly associated with cleanliness, purity,
and safety. White can be used to promote simplicity and it is often used in modern design.

Black
The second one stands for power, elegance, death, evil and mystery. It often symbolizes the fear of unknown. Black
gives a feeling of depth, but often diminishes readability.